“It’s better to provide transparent and convenient ways to customers instead of a hidden grievance cell,” said Amol Dhillon, a senior executive at footwear and apparel company Woodland.

“Companies have separate teams looking at their Facebook and Twitter posts and replying instantly,” said Farhad Mohit, founder of Gripe, which makes a software application that enables Facebook and Twitter posts from smartphones.

Electrical goods firm Havells, despite not being a consumer “soft” brand, has 70,000 fans on Facebook.

“In some instances, people come and write “thanks” on our wall after we resolve their complaints,” said Vijay Narayanan, vice-president (marketing) at Havells India.